Instagram shows new ways creators can work with brands to make money by recommending products. On Thursday, Meta was added to a partnership ad called Testimonials. This allows creators to receive payments via written support shared as comments about brand social media posts and advertisements. This includes both feed posts and reels.
The new ad format is a move to monetize practices already taking place across social media.
Many brands today use paid commenters and encourage customers who leave positive reviews. For those studying new products, it's difficult to know who is a truly happy customer and who is astroturfing in the comments section.
Adding ways for creators to self-identify as paid promoters can increase brand reception among their followers, while also being more transparent about the nature of creator brand relationships. These are obviously organic supporters and are not organic, but creators should at least put their reputation at risk by placing their name behind a given product. If you are not selective about these recommendations, you may lose followers' trust.
Image credit: Instagram
Let me explain about the meta. I currently use creator recommendations on Instagram when I shop.
Through partnership ads, these recommendations are provided in the form of branded content with paid partnership labels attached, featuring both the contributor and the brand handle.
Testimony, on the other hand, allows creators to write short character messages under the age of 125 that are linked to the brand's campaigns and products that are advertisements. For the job, creators send written support to the brand and attach it to the correct ads. (Brands can work with all creators who meet Meta's eligibility criteria.)
Meta tells TechCrunch that brands and creators will negotiate transactions that include pricing directly with each other. Payments also occur outside of Meta's app.
The testimony is then pinned to the top of the comment section of an Instagram post, with more visibility due to the comments and authors behind it.
Creators can track these testimonials and other partnership ads under the app's creator settings to see how the content is being used and even draw the content if they guarantee it.
Note: After publication, it will be updated with detailed information on pricing and ad placement from the meta.